I'm average height, average weight - everything about me is average. So the JK seats are "posturepedic" (corporate branding entering into english usage, heh) for me. But your mileage may vary. I don't really need lower lumbar support. I don't lean back into the seat, I use my core muscles. But yeah, I'm just saying that the firmness agrees with me is all.

I love the seats in my 2010 JK. I have had a 05 Rubicon and a 97 tj and the Jk hands down beat them. I just made a 900 mile trip and it was great. Now they don't compare to my 07 Yukon that I had. Those seats were badass.

I prefer the JK, but the TJ were nice. I'm also short and wide so it may be the new seats fit my delicate hiney better. Far better than the worn out seats in the '74 CJ5. I think the fact that squirrels ate the padding had something to do with that...